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Three out of every four minutes (75%) of Internet use will be accessed via a mobile device in 2017 -- up from 68% this year, according to a mobile advertising forecast released this morning by Publicis’ Zenith unit.
The report estimates that mobile’s share of global Internet usage will reach 79% by 2018, nearly doubling since 40% in 2012.
The report, the first from Zenith to focus exclusively on mobile advertising and technology trends, covers 60 countries worldwide.
In terms of individual markets, Spain (mobile = 85% of Internet) ranks No. 1, followed by Hong Kong (79%) and China (76%). Mobile’s share of U.S. Internet usage is 74%....
If recent marketing news has made one thing clear, it’s this: Mobile is non-negotiable. A growing number of us are using mobile as our primary device for accessing the internet --over a quarter of us interact with our smartphones more than any other object, or human being, for that matter. And content, in kind, has to fit that format, whether we’re consuming it or discovering it for the first time. Brands are starting to respond to that. Just last week, for instance, Google announced that non-mobile friendly pages will be ranking even lower next year. Apps will be especially impacted most by this increasingly widespread mobile use. The push notifications we receive on our devices will play a vital role in the information we come across, and if we choose to consume it....
Today, 80 percent of internet users own a smartphone, and consumers are "multi-screening" (browsing on both mobile and desktop devices). EThat's why you must create consistent experiences across an array of devices. "The latest data shows that we are now well past the tipping point," says Smart Insights, as "mobile digital media time in the U.S. is now significantly higher at 51 percent compared to desktop (42 percent)." This is about more than simply making your site responsive to mobile devices. It means thinking about how the vertical screen changes the way we write and structure content. Below we debunk three myths that can trip up content marketers writing for mobile:...
I was struck by the recent research that 60% of clicks on mobile banner ads are accidental. The main contributing factor was identified as fat finger syndrome. With mobile on track to become the third largest advertising medium, accounting for 12% of all ad spend, that’s an enormous disconnect. Of course it’s not fat fingers that are to blame. It’s the state of mobile design....
For many Americans, smartphones are as much a necessity in their daily lives as the air they breathe and the food they eat. These devices are constant companions, helping us take care of just about everything we need to do each day—watching our favorite shows and movies, keeping up with our friends, learning new languages and managing our finances.
And spending money is no exception!
In addition to growing as a new purchase channel, mobile commerce offers a plethora of opportunities for marketers and advertisers looking to reach their desired consumers. According to Nielsen’s fourth-quarter 2015 Mobile Wallet Report, 37% of respondents said their purchases start with mobile shopping more than one-quarter to half of the time. However, the competition is fierce, and in order to maximize these opportunities, marketers must know the best ways to position their products and communicate with appropriate audiences.
Consumers handle a lot of their shopping activities on their mobile devices, and everyone knows that savvy consumers do their due diligence before handing over their cash. In fact, 72% of smartphone shoppers research an item before purchasing it, 70% check the price of an item and 60% use a store locator to find a store where they can buy their desired product of choice....
Remember Mobilegeddon?
The name given to the Google update that caused many websites to start worrying out of fear of low search engine rankings.
Marketers and business owners everywhere scrambled to rid their websites of flash and began frenzied campaigns to optimize their websites for mobile devices.
The dreaded Google update rolled out on April 21, 2015 and yet websites that look like this still exist on mobile...
A new study on native advertising from Facebook and IHS Inc. accompanies new stats from Facebook on its Audience Network — the mobile ad network that recently branched out from in-app to mobile web publishers. According to the new report, by 2020, media buyers will spend $84.5 billion on mobile advertising with mobile accounting for 75.9 percent of all digital ad spend globally. Native will be as significant driver of mobile ad growth. Native in-stream ads will drive 63.2 percent of all mobile display advertising at $53 billion by 2020. The study anticipates third-party in-app native advertising (ads not running on Facebook) will be the fastest growing ad format in digital advertising and will grow at 70.7 percent compound annual growth rate between 2015 and 2020 to account for 10.6 percent of mobile display ad spend....
Which devices are folks using to search the internet around the world? What do social sharing behaviors look like by device? What are some notable global social media trends? To help us understand how internet behavior has been shifting on a global scale in the past year, the folks at AddThis looked at more than one trillion global pageviews from more than two billion internet users around the world. They used that data to create the infographic below. Check it out....
For online shopping, smartphones continue on a tear while tablets fade.
Smartphones now account for 60% of all mobile transactions in the U.S., compared to 52% just a year ago.
However, while the actual purchase may occur on a smartphone or desktop, it doesn’t necessarily mean all of the shopping activity occurred on that device, according to a new study.
More than a third (37%) of desktop transactions occurred after shoppers visited the same retailer’s website on at least one other device before purchasing, according to the State of Mobile Commerce study by Criteo....
Immediate gratification: It’s not just for toddlers anymore. Mobile has trained all of us to expect to get what we want, in the moment we want it. We expect brands to be there in those micro-moments when we are looking for local businesses, researching a product, or looking for instructions. In fact, 60% of online users say that thanks to online research, they make purchase decisions more quickly now than they did a few years ago. For brands, these micro-moments are crucial, and they happen in a split second.
When your site or app is clumsy or slow, 29% of smartphone users will immediately switch to another site or app if it doesn't satisfy their needs (that is, they can't find information or it's too slow). In fact, of those who switch, 70% do so because of lagging load times. And 67% will switch if takes too many steps to purchase or get desired information....
We learned over the weekend how prominent mobile devices were in the Black Friday shopping melee. And while a growing number of purchases are happening on mobile devices, smartphones are primarily being used by consumers to find store locations, check hours information and do price comparisons while in stores.
In a new mobile shopping study, using Prosper Insight survey data, the IAB examined the attitudes and self-reported behaviors of different age groups. It found shopping activity that was broadly consistent but varied somewhat by age category, with 18–34-year- olds emerging as the most aggressive group when it comes to mobile “showrooming.”
The IAB defines “showrooming” very expansively to refer to in-store mobile price comparison activity and not necessarily in-store shopping with a premeditated intent to buy online (e.g., via Amazon). Using this definition, the IAB analysis found that the majority of those doing in-store mobile price comparisons were still inclined to buy in physical retail stores....
Last Holiday season was a tipping point for mobile: Traffic surged to mobile shopping sites and apps. M-sites crashed from the onslaught of shoppers. And people got comfortable not only researching but also purchasing gifts on mobile.
Looking at our own data, we saw that people on Facebook bought on mobile 46% more during the last Holiday season than during the non-Holiday season.1 Facebook IQ predicts that in Q4 of this year the percentage of online purchasers transacting on a mobile device will rise by 30%.2
The mobile shift has happened, and the thumb is in charge. For the second post in a series examining what this means for brands, Kelly Graziadei, Facebook’s Direct Response Product Marketing Director, spoke to Helen Crossley, Facebook IQ’s Head of Consumer Insights Research, about 3 of the most common questions marketers ask about how to succeed in mobile commerce...
Marketers are always on the lookout for the trends that are going to impact the biggest sales period of the calendar year: the holidays.
Americans spend billions of dollars during the six-week period stretching from Thanksgiving to Christmas, and if you take into account the fact that many holiday deals now pop up on the radar before Halloween that number climbs significantly higher. If your business is struggling to figure out how to get ahead of the game for the holidays, consider these four ways in which mobile is going to impact the 2015 holiday shopping season....
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Mobile applications are responsible for 80 percent of digital growth and while they take up a massive chunk of all time spent on mobile, a report from comScore suggests that app marketers will have to work harder to cut through to the consumers they want to reach. According to the report, mobile represents two out of every three minutes spent on digital media in the U.S. If brands and marketers want to capture that huge amount of time consumers spend on mobile devices, they will have a lot to compete with....
Mobile search is essential. In fact, according to Forrester’s Mobile Audience Data, Q4 2015, 87% of US smartphone owners rely on browser-based search on mobile devices. And the data reveals that Google’s search engine is the most common path to a mobile site even for well-known brands such as Amazon, Walmart and Kmart. As a top discovery resource, companies can’t afford to wait any longer to implement a mobile-first search strategies. The biggest seen mistake today? Either lacking a strategy completely, or treating mobile search the same way as desktop search....e
In 2014 the number of mobile users eclipsed desktop users. Since then, mobile technology has continued to change the way we browse the web and connect with brands. “The latest data shows that we are now well past the tipping point.” says Smart Insights, as “mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).”
Today, 80% of internet users own a smartphone and consumers are “multiscreening” (browsing on both mobile and desktop devices), meaning it’s more important than ever to create consistent experiences across devices. This is about more than simply making your site mobile responsive. It means thinking about how the vertical screen changes the way we write and structure content.
Below we debunk 3 myths that mislead content marketers when writing for mobile so you create better content, regardless of the screen size....
There's more evidence to support the growing importance of mobile devices along the path to purchase.
According to Nielsen's fourth-quarter 2015 Mobile Wallet Report, 37 percent of respondents said their purchases start with mobile shopping more than one-quarter to half of the time.
The report compares mobile use from the fourth quarter of 2015 to the same period the year before. It found that shoppers are using mobile devices, particularly smartphones, to assist with in-store sales more frequently than for online shopping.
Roughly 72 percent are researching an item or checking prices on a smartphone before buying. Store locators are popular with 60 percent of smartphone users, and 55 percent are using mobile coupons.
Reviews are popular with slightly more than half of all mobile device users and 44 percent of smartphone users use digital lists while shopping....
Dive Brief: - Kitewheel took stock of more than one billion brand and customer interactions on its platform, which revealed that marketers are in fact taking advantage of omnichannel campaigns.
- Social media led the way in interactions at 48%, while mobile apps were the fastest growing channel for interactions, and email (23%) is up 270% year-over-year.
- Even though social media accounted for the most interactions, the research also found that 70% of marketers are still using the channel for broadcast messaging rather than more tailored and targeted campaigns....
The latest example of this deals with mobile coupons. It turns out that consumers who lean on mobile coupons for food shopping – and that’s a lot of people – often change brands for the sake of variety, according to a new study. The majority of consumers don’t use mobile coupons, but a third (33%) do. And that’s where the behavioral change potential resides. Nearly half (44%) of mobile coupon users like to change brands often for the sake of variety and novelty, according to the study conducted by GfK. The survey comprised a look at 6,500 products in about 600 categories....
eMarketer released its Media Usage Around the World report this month. If you love data and stats, this is one for you. Also check it out if you're in charge of figuring out where to place your next bet for connecting with where your consumers already are.
Here are five data points:
-- By the end of this year, 3.3 billion people globally will use the Internet at least once a month. That is almost half the global population.
-- The vast majority will do so via a mobile device.
-- This year will be the first year more than half of the USA will stream at least some TV online at least once a month.
-- Android remains the largest mobile platform worldwide.
-- Germany still loves its desktops and laptops more than any other platform — including mobile devices. For a country that calls a mobile phone a “Handy,” this is surprising!
It is clear that the mobile Internet is now the world’s most important mass delivery platform. But a marketing platform it is still not. Marketers are mightily struggling to figure out what to do with mobile within the marketing mix....
The cat is definitely out of the bag regarding location-based mobile targeting. This post from Marketing Land’s Greg Sterling encapsulates the trend well: Most mobile marketers are usinglocation-based targeting, and they’re using it as a proxy for audience segmentation. Although I think this trend needs to go from “most mobile marketers” to “all mobile marketers” sooner rather than later, I won’t focus on that. Instead, I’d like to share some tips from the front line: caveats, insights and more gleaned from our client campaigns, ranging from midsize to Fortune 500 companies. Whether you’re new to location-based mobile targeting or looking for a way to refine yours, you’ll want to pay attention. (And note that some of these tips may look familiar; they’re pretty tried-and-true digital tenets with surprising resonance in the mobile realm.)...
Andreessen Horowitz partner and longtime mobile analyst Benedict Evans met with reporters in San Francisco yesterday morning to discuss the 16 mobile trends that he thinks will be the most worth watching in the New Year.
Since Evans has a long history of producing sharp analysis, we thought we’d share his observations with you.
Mobile is the New Central Ecosystem of Tech The mobile ecosystem is heading toward perhaps 10x the scale of the PC industry, says Evans, who calls the smartphone the “new sun.”…
Newer messaging apps like these are getting popular, and millennials and marketers are taking note.
When it comes to messaging, Snapchat and Facebook-owned WhatsApp and Messenger are the go-to apps of millennials and marketers alike. But increasingly, a new crop of messaging apps is growing in popularity. Players like WeChat, Line, Kik and Viber are beginning to quietly capture the attention of brand marketers via sponsored stickers and chat bots reaching millions of millennials and teens.
"Messaging today is what Facebook was in about 2006," said Evan Wray, co-founder and vp of Swyft Media, which builds messaging-based campaigns for advertisers like L'Oréal and Coors Light. "The tricky part is that every single app is different and [also] a new environment for brands. They're each trying to differentiate themselves slightly." Here, is what marketers need to know about four hot messaging apps in the coming year....
Luxury in the form of premium experiences are seeing the most action in terms of spending, while high-end goods are lagging in comparison, according to new findings from a study by Boston Consulting Group.
The key finding of BCG’s Luxe Redux report is that there has been a shift in spending habits, where 55 percent of spending comes from luxury experiences rather physical goods. In addition, experiential luxury purchases grew 50 percent faster worldwide year over year than sales of luxury goods.
Clean sites with low load times and fewer pages to navigate are more likely to get consumers to spend money according to new research.
The survey by Instart Logic of 2,000 US consumers also shows that consumer confidence in a brand is tied to their quality of experience while online shopping.
Among the findings are that 62 percent say they use their mobile phones for the entire shopping process from discovery, to research, to the purchasing of an item. As part of the shopping process 77 percent use mobile phones for the initial research and 73 percent to read reviews and product information....
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75% of Internet use will be accessed by mobile devices in 2017 – marketers, PR and business take note..